TVS Tyres rides on the 'change' thought process in India

Created by Rediffusion Y&R, the latest TVC is woven around the 'Nayi Soch Nayi Pehchaan' thought to support the new brand identity that was unveiled recently

BestMediaInfo Bureau | Mumbai | April 7, 2015

Click on the image to watch the TVC.

TVS Tyres has rolled out its latest TVC around the 'Nayi Soch Nayi Pehchaan' thought to support the new brand identity that was unveiled recently. The tyre brand has followed up the print media campaign with its latest TVC, aimed at reaching out to the large young customer base across the country.

Riding on the 'change' thought process currently witnessed in India, the TVC brings out the relevance of the new brand identity and validation of the core brand ethos in this story. The visuals capture this thought of 'Nayi Soch Nayi Pehchaan', while retaining a hold on the core brand values of the tyre brand that stands for durability, high performance and strong road grip.

The campaign has been created by Rediffusion Y&R, and the first round of the TVC is on air across national television channels from March 23, 2015. The aim of the TVC is to establish the changes in brand identity, and mark the beginning of a new journey with the new logo.

The film opens with an eagle flying high and then zooms down to a group of bike riders who are seen making their way across rusty rural roads as they go on a 'clean the village' drive. The second visual cuts to a city road, where a few bikers make an impromptu barricade with their bikes to help a group of school children to safely cross the busy road. The third sequence shows a newlywed Sikh bride riding a bike with her soldier husband to drop him off at the railway station. The fourth visual shows a newlywed couple using their bikes instead of the customary horse carriage/ marriage procession.

Commenting on the new TVC, P Vijayaraghavan, Director, TVS Srichakra, said, “The 'Nayi Soch Nayi Pehchaan' TVC is an apt extension of our new brand identity that we unveiled recently. Like the old saying goes, 'Change is Constant', and adapting to this constant change is vital, and connecting with the youth of the country who are leading this change is key to staying relevant in their minds. This is what our TVC has attempted to do; the freshness of the change, the mass appeal of simple ideas and the powerful visuals bring alive this thought.”

Komal Bedi Sohal

Komal Bedi Sohal, Chief Creative Officer, Rediffusion Y&R, added here, “We wanted to do work that would resonate with the younger TG and refreshed the perception of TVS Tyres in their minds. And I think our film does just that. It mirrors the way they live their lives; carefree without being irresponsible, strong but emotional too, modern yet traditional in many ways.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: TVS Srichakra

Brand: TVS Tyres

Creative agency: Rediffusion Y&R

Chief Creative Officer: Komal Bedi Sohal

Creative Team: Sambit Mishra, Saurabh Sawant

Account Management: Hari Desikan

Production House: Blink Pictures

Director of the film: Indrajit Nattoji

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